Consider how proud of their brewing tradtion AB professes to be in their adveristing (original microbrew, freshness guarantee, etc.) if you brewed a product you were proud of (ex: anchor steam, Yard's, Sprecher, Sierra) would you be willing to produce this to make more money?
Anheuser-Busch News
Anheuser-Busch's 'BE' Takes Beer to a New Level
ST. LOUIS (Oct. 4, 2004) - B-to-the-E (BE), Budweiser's newest entry in a long line of innovative beers by Anheuser-Busch, is a distinctive new product for contemporary adults who are looking for the latest beverage to keep up with their highly social and fast-paced lifestyles.
As the industry leader, Anheuser-Busch is the first major brewer to infuse beer with caffeine, guarana and ginseng. Well balanced with select hops and aromas of blackberry, raspberry and cherry, BE will offer a lightly sweet and tart taste - a great mixture of beer and new flavors for adults to enjoy when out with friends at a club or at a bar after work with colleagues.
Brewed at Anheuser-Busch's Houston brewery, BE will be packaged in a sleek, slim-line 10-ounce can with stylish graphics. BE will be launched in multiple phases throughout the year in markets across the country.
"Contemporary adults thirst for variety and what's new, and our B-to-the-E delivers a beverage that is true to their lifestyles and range of drinking occasions," said Pat McGauley, senior director of New Products and High End Brands, Anheuser-Busch, Inc. "Our new B-to-the-E provides caffeine, guarana, and ginseng in a great tasting beer."
BE will be priced slightly higher than Budweiser and marketed through local print advertising, point-of-sale materials, bar and club promotions and online programs. BE will contain 6.6 percent alcohol by volume.
Bud loves to vaunt their "original microbrew" bit and has come out with this E to the B beer. I saw it advertised at an SF gay bar and it is so clearly trying to cash in on the Red Bull and Vodka market it is laughable. You've got to love the emphasis on "sleek slim can" and the balance of caffeine and 6.6 abv beer.